| PR
- Why?
Why
should your business consider PR?
The
answer to this is a relatively simple one. But before giving the
answer there are two questions that need to be asked. The first
is obvious. The second, perhaps, is not so obvious.
A.
Have you got a story to tell?
B.
If there is a story, can you recognise it?
News
is the life-blood of the media. But each day, every TV and radio
station, newspaper and magazine across the land is flooded with
press releases.
What
have you got which will make an editor want to use your press
release?
If
you are not using PR as a method of generating sales, perhaps
this item will give a little food for thought.
There
are many other ways that you can promote your company -
- paid
for advertising in the printed media
-
TV and radio
- mail
shots
- posters
- leaflet
drops.
All
these methods have their place in the overall scheme of things
but none is as powerful, or as flexible, as PR.
Over
the years, the media in different forms have done much to make
us more street-wise. Yet despite this, we still place far greater
credibility in an article 'written' by a journalist than the ad
which we see in a newspaper. Why?
Of
course , there are exceptions - in particular, sports journalism
- but, in most instances, we believe that the article we are reading
has been researched by a journalist who has first hand knowledge
of whatever he/she is writing about.
In
more cases than many people realise, the foundation of the article
is a press release.
So
what are the PR alternatives and what constitutes a good press
release?
New
product launches
You
have spent all that money on developing a new product. On top
of nthat, you have earmarked a considerable sum of money to pay
for advertising.
If
you have booked the ad space but not spoken to the trade press
news editors, you have only done half of the job.
Charity
A
good way of generating column centimetres is to align your company
with a local charity.
Organise
an event - company golf day, for example - and have someone photograph
you handing over a cheque to one of the charity managers.
You
may see this as unethical or even cynical - but the fact is that
you, your company and the charity will benefit.
Press
days
This
can take a lot of organising - and should only be contemplated
if you have something exciting to announce - but it ideal
for major new product or service launches.
If
it really is a significant occasion - and you make it significant
by inviting the right people - you can justifiably include the
TV and radio stations on the press invitation list.
Exhibitions
Trade
or public exhibitions are the ideal forum for business expansion
but they are a major expense.
You
need to maximise every opportunity you can for good PR.
The
press will be there to report the event but how are you going
to get them to your stand?
Easy.
Make sure that you have a good supply of press releases in the
press office and invite every journalist you meet onto your stand
for a coffee or soft drink. Under no circumstances have alcohol
on your stand.
Captioned
photographs
There
will be occasions when the story that you have is better as a
single paragraph caption to a good photograph than as a full blown
press release.
Don't
be afraid to use this type of release because editors always need
small, yet concise stories with photographs to fill gaps.
A
good press release is one that is easy to read, and easy to edit.
Don't
write your own version of War and Peace; your job is to run your
company not waste time writing novels.
To
be effective, a release should never exceed one and a half pages
of 14 point with 1.5line spacing. Editors are just too busy to
read more than this.
Always
include a photograph because if you don't you are wasting an opportunity
to obtain additional space.
Why
PR
In
answer to the original question - Why should your business consider
PR? - PR is not an expensive option.
Used
properly, it is a very powerful, highly effective way of generating
sales.
By
not using PR you might just as well hand business to your competitors.
This
item only scratches the surface. There are umpteen opportunities
for raising the profile of your business through PR.
If
you want to find out how PR can be a cost effective way of benefiting
your business, contact Peter Provost.
Peter
Provost
Associates….
42, St
Mary's Way, Longfield, Kent DA3 7PD.
Telephone: 01474 705061. Fax: 01474 705062
Email: opportunities@peterprovost.co.uk
www.peterprovost.co.uk
Peter
has worked on wide range of publications serving many different
industries - including road transport, freight forwarding, engineering,
marine, construction, house building and general management.
In
1990 he launched his own publishing company with two titles - Househunting
- distributed monthly through London rail stations - and Docklands
Business News in conjunction with London Docklands Development Corporation.
In
1995 he formed Peter Provost Associates. PPA is a PR company with
a current client base that includes house building, fashion, electrical
wholesaling, light industrial food processing and business support
services. |
